How to Optimize Google Search Console Performance

TL;DR

Average position in Google Search Console reflects the top position of a site across tracked queries. A decline in average position, despite increased clicks, may result from ranking on long-tail keywords. Analyzing performance by segmenting queries can help identify shifts in ranking.

Transcript

all right welcome everyone to today's webcast essential office hours hangout my name is John Mueller I'm a webmaster trends analyst here at Google in Switzerland and part of what we do are these Webmaster office hours where webmasters and publishers can come together and ask us questions around web search as always if any of you would like to get s... Read More

Key Insights

• Average position is the top position of a site in search results for tracked queries.
• Increased clicks with declining position may indicate ranking on long-tail keywords.
• Segmenting queries into branded and non-branded can clarify performance changes.
• Google algorithms do not specifically adjust for industries or search volumes.
• Mobile-first indexing is unrelated to mobile-friendliness; desktop pages can still be indexed.
• Duplicate content on external sites may not harm ranking if original pages rank well.
• No fixed time exists for indexing new pages; quality assessment is ongoing.
• Algorithm updates are general relevance updates, not specific to meta tags or content types.

Questions & Answers

Q: How is average position calculated in Google Search Console?

Average position in Google Search Console is calculated as the average top position of a site in the search results for the queries tracked. It reflects the highest position achieved across those queries, not the average of all positions. A decline in average position does not necessarily indicate a drop in overall performance, as it could result from ranking on more long-tail keywords.

Q: Why might clicks increase while average position declines?

Clicks can increase while average position declines if a site begins ranking for a larger number of long-tail keywords, which may have lower average positions. This scenario indicates that the site is appearing in more searches, but not necessarily at the top positions. It's essential to analyze query data to understand these shifts and adjust SEO strategies accordingly.

Q: Do Google algorithms vary based on industry or search volume?

Google's algorithms do not explicitly vary based on industry or search volume. Instead, changes in user search behavior, such as seasonal trends, naturally affect query frequency and competition. Algorithm updates focus on improving search relevance and understanding of web content, rather than targeting specific industries or search volumes.

Q: How does mobile-first indexing affect non-mobile-friendly pages?

Mobile-first indexing does not require pages to be mobile-friendly. Google can index desktop pages in the mobile-first index, treating them as responsive designs. However, ensuring mobile accessibility is crucial, as blocked content can negatively impact indexing and search visibility. It's recommended to offer mobile-friendly versions to enhance user experience.

Q: Does duplicate content on external sites harm rankings?

Duplicate content on external sites does not necessarily harm a site's rankings if the original pages are ranking well. Google's algorithms aim to identify the primary source of content. If the original site consistently ranks higher, the duplicate content is unlikely to negatively impact its visibility. However, monitoring search results for any discrepancies is advisable.

Q: How long does it take for new pages to be indexed and assessed?

There is no fixed time for indexing and assessing new pages. Indexing can occur within minutes, but performance evaluation is ongoing. Google continuously assesses page quality and relevance, so webmasters should focus on creating high-quality content. Being the expert on your content, you should ensure your pages meet high standards before relying on Google's assessment.

Q: What are the characteristics of Google's algorithm updates?

Google's algorithm updates are general relevance updates aimed at improving search results. They do not target specific meta tags or content types. These updates involve re-evaluating how websites are understood and presented in search results. Webmasters should focus on enhancing overall site quality and relevance, as updates are part of Google's ongoing efforts to improve search.

Q: Can internal links with repetitive anchors affect page relevance?

Internal links with repetitive anchors can affect page relevance, as Google considers anchors part of the page's textual content. Overusing identical keywords in anchors may lead to keyword stuffing, impacting perceived relevance. It's important to use varied and contextually appropriate anchors to convey the right signals to Google without appearing spammy.

Summary & Key Takeaways

• Average position in Google Search Console represents the top position of a site across all tracked queries. A decline in average position, despite increased clicks, could be due to ranking on long-tail keywords where the site performs poorly. Segmenting queries into branded and non-branded categories can help identify performance shifts and better understand ranking changes.

• Google's algorithms do not specifically adjust based on industry or search volume. Instead, changes in search behavior, such as seasonal trends, naturally affect competition and query frequency. Algorithm updates are general relevance updates aimed at improving search results, and they do not target specific content types or meta tags.

• Mobile-first indexing is unrelated to the mobile-friendliness of a page. Even if a page is not optimized for mobile devices, it can still be indexed by Google's mobile-first index. However, ensuring that all pages, including blogs, are accessible to mobile users is crucial, as blocked content can affect indexing and visibility.